NextRoll, a San Francisco-based marketing technology company, has partnered with Audigent, part of Experian and a leader in data activation, curation, and identity platforms, to deliver a groundbreaking solution within Google Privacy Sandbox. Together, they’ve activated Audigent Interest Groups on the AdRoll DSP, providing an innovative, privacy-first approach to audience targeting without relying on third-party cookies.

Innovation in Google Privacy Sandbox

This partnership unlocks a new use case for Google's Protected Audience API (PAAPI), enabling the creation of Interest Groups using Data Management Platform (DMP) data and activation on Demand Side Platforms (DSPs). This privacy-forward audience solution helps brands maintain advertising performance while adhering to the privacy principles of Google Privacy Sandbox.

Roli Saxena, CEO of NextRoll, shared:
"We are committed to protecting user privacy while helping brands maintain advertising performance, and the solutions we've built within Privacy Sandbox will allow advertisers to retain upper funnel and retargeting tactics while keeping privacy intact. Our hope is that this breakthrough use case encourages industry participants to collaborate and test so we can continue to improve the utility of the Privacy Sandbox APIs."

Initial Test and Results

The first test involved NextRoll connecting over one billion browsers to an Interest Group across Audigent's network of publisher websites. Over a two-week campaign, the Interest Group was targeted across Privacy Sandbox inventory, delivering nearly five million impressions across 42,000 domains. This successful test provided insights into the technical workflows and system requirements necessary to activate Interest Groups at scale.

Industry Insights

Jake Abraham, Chief Commercial Officer of Audigent, commented on the collaboration:
"Audigent is a leader in audience aggregation and segmentation, delivering both at scale to advertisers. With Google representing such a foundational part of the industry, understanding how to activate within PAAPI is a priority. Our work with NextRoll has shown we can deliver scale when targeting with Interest Groups, and marks a positive step forward for the viability of this approach."

NextRoll has played a pivotal role in the development of PAAPI, contributing recommendations to W3C and partnering with IAB and Google Chrome teams to enhance testing and improve the utility of Privacy Sandbox APIs. They’ve also developed a new bidder that enables performance advertising across Chrome’s Privacy Sandbox.

Audigent’s Reach and Future Potential

With a scaled DMP footprint spanning over two million websites and a daily reach of more than 400 million Chrome browsers, Audigent provides the necessary data networks to build actionable, scaled Interest Groups. The partnership with NextRoll allows them to lead audience activation in an evolving ecosystem, particularly as the availability of third-party cookies in Chrome continues to evolve.